Angostura invests £15 million in European launch of rums

27 June, 2008

Well-known bitters producer boosts UK presence with premium spirits range

The flagship rums of Trinidad's Angostura are to be given a UK release through the distiller's sister company, Paragon Vintners, as part of a Europe-wide push for the brand.

A £15 million budget across Europe has been earmarked for the project, which includes advertising support, POS and trade marketing activity.

Paragon already handles the UK sales of Angostura 1919 and 1824

rums, but will now be adding the producer's core premium range comprising the white Angostura Reserva - a blend of rums aged for up to three years - and two golden rums in the

5 Year Old Anejo and 7 Year Old Gran Anejo.

More readily known in the UK for its quirky bitters in the paper-wrapped bottle, Angostura has been slowly winning admirers in UK ­bartending circles over recent years and

when it was devising its strategy for the rums in the UK it called on their expertise.

Chairman Lawrence Duprey said: "Angostura is the rum from Trinidad & Tobago, yet it has had limited presence in Europe. Rum is one of the fastest growing spirits categories in Europe. Consumer research indicates that drinkers are migrating from more traditional spirits - whisky and vodka -

into rum."

The rums' packaging designs have been given a full overhaul ahead of the European launch.

Sales of golden rum were up by almost a third in the year to April 19 in the UK off-trade, according to Nielsen. White rum was up 1% in the same period.




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